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    Title: 臺灣電音夜店消費行為之研究
    A study of consumer behavior in electronic music based nightclub in Taiwan.
    Authors: 施冠竹
    Shih, Kuan Chu
    Contributors: 陳建維
    施冠竹
    Shih, Kuan Chu
    Keywords: 電子音樂
    夜店
    音樂態度
    利益區隔
    生活型態
    Date: 2010
    Issue Date: 2013-09-05 16:48:07 (UTC+8)
    Abstract: 電子音樂與夜生活的結合發展，向來為歐美地區休閒娛樂產業之獨特現象，近年來由於臺灣社會型態的轉變，夜生活的樣貌更為多采多姿，再加上大眾媒體、音樂產業和夜店產業的聯手合作，使得電音夜店逐漸受到臺灣消費者的矚目。本研究以臺灣電音夜店消費者為研究對象，調查前往銳舞、Disco舞廳以及Lounge Bar的消費者，其消費行為、個人背景、音樂態度、利益區隔、生活型態之樣貌；並探討各個消費場所之消費者在人口統計變數、消費行為、音樂態度、利益區隔、生活型態方面的差異情形，以及音樂態度、利益區隔和生活型態三個量表之相關情形。本研究以問卷調查方式蒐集資料，並利用敘述統計分析、信度分析、因素分析、卡方分析、單因子和多因子變異數分析、皮爾森相關分析等統計方法進行資料分析。根據研究結果，發現前往不同消費場合的夜店消費者，其人口統計變數、消費行為、音樂態度、利益區隔和生活型態之若干層面皆有所差異存在。本研究於最後提出行銷建議，以提供相關業者作為參考。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    97351027
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097351027
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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